Meet the new CEO of Wine Growers BC

It's a tough time to be taking over as the boss at the group that represents the BC wine industry.

But, Jeff Guignard is more than up to the job.

Kelowna-based Wine Growers BC, the voice of the province's $3.75-billion-a-year wine economy, has chosen Guignard as its new CEO, starting April 28.

He comes to the new post after 11 years as executive director at the Vancouver-based BC Alliance of Beverage Licensees, which champions the interests of liquor, hospitality and cannabis retail businesses.

The BC wine industry has had a rough go of it lately with cold snaps reducing the grape crop by half in 2023 and virtually wiping it out in 2024.

A temporary program allowing replacement grapes from outside BC (mostly Washington state, Oregon and California) to make 2024-vintage 'crafted in BC' wines is well underway.

Thus, future resiliency of the industry is very much top of mind.

In fact, "bolstering market resilience" is part of what's expected under Guignard's leadership.

"We are thrilled to welcome Jeff to lead Wine Growers British Columbia at such a pivotal time for our industry," said Wine Growers BC board chair Paul Sawler.

"His experience in advocacy, strategic communications and working effectively within BC's regulatory landscape will be invaluable as we strive to strengthen the industry, expand opportunities and promote the exceptional wines of our region."

Guignard's job includes guiding the Wine Growers BC team in executing strategic priorities, strengthening industry relationships and collaboration, building market resilience, championing 100% BC wine as both a premium brand and a culturally significant product and expanding direct-to-consumer engagement through BC wine tourism.

Phew, that's a lot of work.

And it's all laid out in the Wine BC 2030 strategic vision.

By the way, speaking of wine tourism, almost two million visitors a year are lured to BC's wine regions to sip and spend $609 million.

Guignard takes over from Miles Prodan, who retired as CEO at the end of 2024 after 14 years with Wine Growers BC.

Prodan was also recently awarded the King Charles III Coronation Medal for his significant contributions to the BC wine industry.

"I'm incredibly excited to be joining Wine Growers British Columbia and to help tell the story of an industry built on passion, craftsmanship and community," said Guignard.

"I can't wait to roll up my sleeves with the Wine Growers team and our amazing wineries across the province to champion the people behind BC wine and drive new opportunities for long-term growth and success."